The relationship between sales and marketing
Griffith’s advice doesn’t stop at bridging the gap between B2B and B2C customers, and neither should the efforts of marketers.
“Not everyone is ready to buy when you are ready for them to buy, so you need to listen to how they want to be engaged, and nurture them over time with the right message at the right cadence,” he says.
He says marketers need to read the digital body language of potential customers as this will serve as an indicator of when it’s time to pass the baton over to the sales team.
Again, Marketo Engage can help to manage this lead process.
“You don’t want sales wasting their time,” Griffith says. “You want them working on the best, warmest, and readiest leads.”
Kae Hum and Will Griffith
Uber for Business puts theory into practice
Reiterating this point, Uber for Business head of sales, Kae Hum, joined Griffith on stage, saying: “The partnership between sales and marketing is absolutely critical for Uber for Business – we couldn’t do our job without them.”
Hum says the 6.8 decision-makers in a respective business make for a complex and scary task for marketers and salespeople, and on top of this, comes a long sales cycle, with decisions taking between one and three months to be made.
Because of this, he says it is important that marketing and sales align themselves and are on the same page from a day-to-day perspective but also when looking at long-term goals.
Looking at how his own business operates, Hum says that given Uber for Business is still relatively young, the marketing team still has to raise awareness. To do this, it uses billboards, digital advertising, and events.
On top of this, the marketing team is also working to analyse the digital activity to ensure it is reaching the right audience in the right way so that they can identify potential customers to nurture.
“We release meaningful content, so by the time marketing hands a lead over to sales, the [potential customer] is warmed up, they’ve had a great experience, and hopefully that increases my team’s activity and overall revenue,” Hum says.
Helping in this is Marketo Engage’s assistance, he adds, which is particularly important for Uber for Business because unlike other tech companies like Google and Facebook, that don’t communicate face-to-face with customers, Uber does.
“At Uber for Business, we have a very unique opportunity to directly have face-to-face interactions with organisations, so there’s a great responsibility to make sure we are customer-obsessed, and we understand their needs and pain points so we can add value to them. That’s where Marketo Engage comes in,” Hum says.
“They help us create those insights into who those target audiences are and then market to them, so they are warmed up by the time they get to sales.”
This story is part of a content partnership between StopPress and Marketo.